Jenner revealed she was a trans woman in an April interview, but hadn’t yet mentioned her new name until Monday. #CaitlynJenner was a trending topic for much of the day, and according to reports, her new Twitter account was the fastest ever to reach 1 million followers, hitting that milestone in less than four hours.

Even with all that attention, brands seemed reluctant to chime in on the trend, perhaps because comments about Jenner’s transformation into a woman ranged from effusive support to outright disgust.